Okay, so maybe it’s not as sexy or interesting as the semi-controversial 1989 Steven Soderbergh film Sex, Lies, and Videotape. But, combined, ‘Sales, Leads, and Video’ should be the most important components of your business’ marketing plan. Video is taking over, if it hasn’t already, the internet.

When was the last time you (business or pleasure) went online – social media, search, email – and were not directed to a video of some sort? Informational, how-to, humorous, they’re all out there to make your web experience more informative, educational, and enjoyable.

In fact, Syndacast digital marketing firm estimates that within the next few years video will account for 74% of all web traffic. Let that sink in for a moment. Three-quarters of all online traffic will be driven by video!

With video dominating that much of the internet, it will undoubtedly become the primary way people learn about and make decisions about what products or services they use. So, now would be the right time to implement it as a key tool in your marketing strategy. From visitor to customer, and all points in between, videos can help grow your business.

Visitors to Leads

The most important step in the sales process today is attracting visitors to your website and converting them to leads. A video blog post, combining video and text, can be a powerful first point of contact in the sales process. Instead of the usual text blog, pairing it with an informative video immediately sets your business apart from competitors. Careful editing of the video can lead the viewer, and make the flow of information easier to follow and understand. Since “the pen is mightier than the sword”, video being the sword in this case, pairing the two provides the visitor the best of both worlds. You can embed a video into a text blog, or provide the transcript of a video blog.

An interesting, often successful, idea is to make an episodic video blog. For example, if you regularly post a how-to video blog every Friday at 3pm, even if you don’t convert a visitor the first time, a return the following week (or the week after that) increases your chances to land the lead. Remember, getting leads is the goal – be sure you provide a call-to-action (i.e. “For More Information”, “Join Our Email List”, etc…) at the end to give the visitor the opportunity to become a lead. No matter which format you choose, individual or episodic, adding video blog posts to your marketing plan can be the most important, and profitable, decision you make this year.

If you think video can help your business get to the next level, take a look at Avanti Vision for an overview of the benefits of video in marketing.

Leads to MQL’s

So, someone viewed your video blog and clicked-thru to get more information. Now what? At this point you have a lead that you want to become a Marketing Qualified Lead (MQL). An MQL is defined as ‘a lead judged more likely to become a customer compared to other leads based on lead intelligence’ often informed and provided by the sales team. How can video help here? One popular method is through social media communities, such as Twitter Chat and Google Hangout. With links and likes attached to your blogs, very often you have leads waiting for you online. By adding video to Google Hangout, feedback and comments create a live message board on Twitter Chat. You can then create focus and guide the conversation in a more organized, beneficial way. By using already established resources, you’ll be able to keep costs down, while proving yourself as a trusted, reliable source within the industry community. Some advantages to using Google Hangout & Twitter Chat:

  • Use of Calendar invites (Google+)
  • Video saved to YouTube (Google+)
  • Create page for a series (Google+)
  • Create video based on previous comments/questions (Twitter Chat)
  • Invite/remind previous participants (Twitter Chat)

Lead building through social media can be a valuable asset. However, it does require time and consistency. You must be prepared to spend hours online scheduling, participating, and following up. When executed properly, you’ll be looking to turn the MQLs over to the sales force.

If this sounds a little daunting, or you are not social media savvy, you can always seek out professionals like Avanti Vision.

MQLs to Sales

The biggest step in the sales and marketing process is the close. Bridging the gap between MQL and closing can be complex and difficult. Video can still play role in closing and retention as a customer. As soon as the lead is handed off to sales, the relationship becomes intimate. Creating a short video using the lead’s name sets the stage for this relationship, and adds a personal touch that cannot be attained via text message or email. Just keep the message natural, and use the person’s name at the beginning and end.

If the sale is made, you would like the buyer to become a customer. A simple slideshow video or video call can go a long way in solidifying the foundation you’ve already built. Just like embedding a video in a blog, a call accompanying a presentation can make it easier to get your point across. Just remember a few steadfast rules when video calling:

1) Dress appropriately, you’re representing the entire company;

2) Always look into the camera – “eye contact”; and

3) Find a quiet spot – no background office noise.

As you progress from visitor to customer, record your results. Are you getting more leads? Are you closing more MQLs? Tracking your marketing metrics is only way to know if your video efforts are working. Video is being used everywhere. If you haven’t already, it is time to start making it an integral part of your marketing plan. From visitor to lead to sales, a video blog, message, or call can be the difference between you and your competition.

Author: Doug Lang
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